The increasingly importance of organizational performance in the last years has made corporations pursuit operations efficiency and demand a service design approach truly aligned with the client necessities. The method based only on the mannager’s perceptions is likely to fail, once demand is volatile and the client expectations might vary in the meantime. This paper aims to discuss this issue from the service gaps standpoint with the competence management approach as a theoretical contribution to the service science foundations. In addition, the SERVQUAL model was chosen to complement the proposed approach for being a practical and widely known tool. Given the experience gained with the competence method, this study envisions a better outcome to organizations based on knowledge-intensive activities, or human-intensive processes. Henceforth, we intend to build an ICT platform to foster the development of effective and lean operations. Finally, integrating these practices would lead to an outstanding end, which is delivering a real value to the client expectations.